A content strategy plan designed to reach 3 types of Younique cosmetic customer personas. This plan includes a content mapping template and personalization techniques.

1. Younique By Sara: Content Strategy
PSU Center for Executives and Professionals
Spring 2016
By: Sara Kirkpatrick

2. Content
• Company Mission Statement
• Customer Personas
• Content Strategy Planning Template
• Company Workflow
• Personalized Content
• Conclusion

3. Younique's mission is to uplift, empower, validate, and
ultimately build self-esteemin women around the world
through high-quality products that encourageboth inner and
outer beauty and spiritual enlightenment while also providing
opportunities for personal growth and financial reward.

4. Company Personas
The Makeupnista!
TheBoyfriend!
The Animal Activist!
TheHipster!
The Stay-At-Home-Mom!
The Top Three Personas

5. Meet: Regina
Stage Awareness:
• Hot Eye Pigments to
Wear Spring 2016 (Blog)
• Glam Bam (Pinterest
Campaign)
Content Strategy: Personas
Regina follows will never leave home without her favorite lipstick. Her makeup regiment
includes a full-face coverage and her needs are based on having the right products
and tutorials necessary to fulfill her adventurous and bold looks.
Stage Consideration:
• Q&A Sessions
(Blog)
• Before and After
Graphics
Stage Decision:
• Peer Testimonials
• Social Media
Virtual Party Option
The Makeupnista

6. Meet: James
Content Strategy: Personas
James is a observant boyfriend who enjoys shopping for practical gifts that his girlfriend will use
and enjoy. He is extremely price-conscious and prefers shopping online. His needs are based on
finding a perfect gift in his budget for his girlfriend, who is a frequent user of Younique
cosmetics.
Stage Awareness:
• 10 Favorite Gifts under
$50 (Blog)
• How to shop cosmetics for
your girlfriend
(Infographic)
Stage Consideration:
• Promotional offers for
online specials
(website)
• Q&A Pictorials
Stage Decision:
• Testimonials from other
boyfriend shoppers (Blog)
• Love it Guarantee
Graphics
Content Strategy: Personas
The Boyfriend

7. Meet: Susie
Susie’s busy lifestyle leaves little to no time for makeup. She focuses on highlighting a natural look, while
maintaining her skin care routines: cleansing and moisturizing. Her makeup usage is limited to Sunday
church services and special events. Her needs are based on having the option for a quick application,
and products perfect for brightening up her tired eyes.
Stage Awareness:
• #HotMama (Instagram
Campaign)
• Best Makeup Practices
to reduce dark circles
(Video Tutorial)
Stage Consideration:
• Skin Care Essentials
(Infographic)
• The Five Minute Face
for the Busy Mom
(Blog)
Stage Decision:
• Shopping Links on
Social Media
• Promotional
Materials
Content Strategy: Personas
The Stay-At-Home-Mom

8. Lifecycle/Buying
Stages
Stage 1: Awareness Stage 2: Consideration Stage 3: Decision
Customer Need(s)
• Enjoys make-up tips
• Watching make-up tutorials
• Loves to be trendy
• Meet monthly makeup budget
• Re-stock Personal Product
• Request a price confirmation
• Monthly promotions
• Shipment Time
Customers Mindset(s)
/Emotions
• Self-Conscious
• Peer Referrals
• Curious
• Visualization
• Excitement
• Price-Conscious
Touchpoints/Marketing
Channels
Pinterest, Magazines, Shopping
Malls, Peer Referrals
Facebook Groups, Website, Email,
Peer Referrals
Promotions, Facebook Groups,
Frequency Buyer Programs, Peer
Referrals
Experience Principles(s)/
Brand Attributes
Empowering Women Uplift Validate
Content Type(s)
• Tutorial Video Content
• Pictorial Graphics
• Facebook Group Posts
• Customer Graphics
• Video Content and Graphics
• Promotions
Content Topic(s)
/Idea(s)
• Pigments to Wear Spring 2016
• Glam Bam Pinterest Campaign
• Q&A Sessions
• Before and After Graphics
• Product Testimonials
• Bulk Order (free shipping)
KPIs
Increase the perception by
25% on social media
Increase engagement
by 10% on social media
Increase sales by 15%
using social media
Regina follows a daily makeup
regiment, which includes a
full-face coverage and uses
Pinterest as her main source
for makeup inspiration.
Marketing Goals:
Spread awareness about Younqiue’s mission to validate,
uplift, and empower women.
Content Strategy Goals:
Capture a wide audience who use cosmetics and skin care
products to build self-esteem and feel beautiful both inside
and out.
Content Strategy: Planning Template

9. Sales
Marketer
Content Strategist
Copywriter
Graphic Designer
Plan: 30 Days of Content
Create: Videos, Blogs, Graphics,
Pictorials
Publish: Facebook, Blog,
Pinterest, and in FB Groups
Distribute: Post X2 Daily
(depending on platform traffic)
Analyze: Facebook Insights
Meet: Sara (The Younique Presenter)
Content Strategy: Company Workflow

10. Additional Personalization Options:
Pairing Products: (Mascara Eyelash Curler Bundles), Creating Content: (Makeup based on Eye Shapes),
Creating Content: (Eye Pigment based on Eye Colors)
Personalized Content
Content:
Previous Orders
Social Media Status
Content Strategy: Opportunities for Personalization

11. MAYYOUR
FOUNDATION
MATCH YOUR
NECK, YOUR
CONCEALER NEVER
CREASE, AND YOUR
WINGED EYELINER
BE SHARP ENOUGH
TO KILL A MAN.
AMEN.